Developing marketing strategies : A study on Borneo Milk Tea / Christine Sulu Lulu Ngabong

Marketing has made several transitions over the last 50 years, from seller of a firm's output to key player in shaping a company's products, technologies and strategic direction. Today's marketing deals much more with dynamic issues where interaction is a key theme. Marketing now often involves groups of companies and organization on both the supply and users sides, although such business networks are not entirely new, their number, form and complexity have evolved rapidly. Investigating marketing involves trying to capture an empirical world that is not a given, but is constructed by the companies involved, who are constantly wrestling with the issues of how to combine and activate resources beyond company and organizational borders. In today's marketing, the value of resources is not given but developed.